Your social media plan should be one that includes posting on your communitys social media channels, paying for social media ads and as mentioned above fostering relationships with other social media channels. This type of marketing allows you to niche down to the narrowest of demographic and geographic prospects. Most seniors enjoy reading about senior services, but they cant always read small print. Search engine and social media programs have incredibly detailed analytics that allow you to see who (gender, age, demographics) is clicking on which of your ads and when. 1 of 20 Marketing Tips for Retirement Homes and Communities | Marketing to Seniors Nov. 23, 2010 0 likes 8,965 views Download Now Download to read offline Business Marketing tips and marketing trends for retirement communities and homes about marketing to seniors, boomers. When designing content as part of your content marketing strategy, identify the different needs and send them as personalized communication. In other words, permission means that someone gives you his email address knowing clearly that doing so means you will send him emails. Your landing page is the spot where the visitor must give you that information or he doesnt get the free information. Seniors stick to more traditional marketing strategies, like direct mail and TV. Every day, 10,000 more baby boomers reach retirement age, and by 2030, one in five Americans will be 65 years of age or older. Dont get us wrong, these are important things for potential residents to know, but many communities fail to simply take a basic human approach and empathize with their audience. Of course, social media is much more than a broadcast tool: its also the place where you can meet your prospects on a personal level and interact with them, helping you build that all-important relationship you need. Here are six sure-fire ways to create a marketing strategy during festivals for driving engagement and sales. To create your personas, you first must know the answers to the following questions: To find the answers to the above, talk to your current residents, former residents (if applicable), the children of and former residents, your current prospects, etc. is an enormous factor in shaping their opinion of you. They think before investing in a new product. The seniors may, at times, require added explanation and general guidance. Seniors are used to person-to-person customer support. Broadcasting your content as well as engaging with your target audience on social channels is a terrific way to get those relationships started and nurtured. By knowing the general preferences of seniors, you can improve chances of generating leads by using direct marketing methods such as postal mailings and telemarketing. Whether on Facebook, Twitter, or Instagram, social media can do more than just raise brand awareness for your senior living community. In this guide, well share 10 senior living marketing ideas (along with some real-life examples). One of the biggest concerns that businesses have when trying to market to older adults is how to get their attention. Seniors often value peace and quietif you can offer it, this might be an attractive feature of your advertisement! Use clear pictures and offer value in your content, not discounting their years of experience. Boomers today are connected. A few of them will contact you (via phone or email) to get more information on your senior living community, but most never do. No matter how impressive your website and content are, its all for naught if prospective residents cant find you. Dont talk about just the benefits of living in your community talk about the benefits of living in any senior community (and dont forget to mention some drawbacks). By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. Blog at least once a week and youre adding at least one new page to your website each week. An advertiser creates a small text ad, selects keywords he believes his prospects will use on the search engines, and then the ad appears when someone uses those keywords (it may appear more or less often depending on how much the advertiser is willing to pay per click). If theyre old-fashioned about anything, its that they still enjoy perusing colorful brochures and other types of print media. Its advantageous because it allows retailers serving seniors needs to accurately predict demand for items like hearing aids or home service providers. Make sure they are well produced and written/shot for people make them readable not for the search engine. That tells me that marketing to seniors online works. Start by setting your community up on the following review platforms: Then, send a thoughtful email to new residents and their families (as well as longtime residents who love being at your community) asking them to take a moment to share their thoughts and leave a review about their experience. News could be information about public events at your community, links to items in the media of interest to your target audience, etc. As mentioned in part 1 above, Google wants specific and expertly written information. They soon will know you know your stuff, and that your senior living community is on top of issues regarding seniors and the things they care most about. These might include social media marketing, blogs, catalogs, newspaper ads, TV, radio segments, etc. The marketing strategy should focus on engagement for seniors to align with the brand. If they are still working, when do they plan to retire? Here we step back to a simpler time and encourage you not to sleep on direct mail. Falls are a significant source of morbidity in people aged 65 and over, affecting one in three people in this age group. Balancing short and long-term ROI is especially challenging, according to a new global marketing leader survey. Sherpa Blankets. Market to seniors with images and content. When you are The index also showed that marketers in companies with high annual revenues thought of themselves as best-positioned when it came to effective marketing. The older generation is not a large percentage of the population, but they are a growing segment. If the reader feels overwhelmed with the amount of information youre giving them, they will stop reading before getting to the most important points. In industries like senior living and senior services, the key Marketing for seniors means paying close attention to tonebe polite, but dont overdo your use of formal titles like Mr. or Mrs. Try to talk to them on a personal level by including anecdotes about yourself or other employees working at your company. Even though clarity is a relative term, some things, or technology the millennials have grown up with, might be confusing for an older person. In this guide, well share 10 senior living marketing ideas (along with some real-life examples). With that in mind, here are six types of bad ads targeting older Americans that TINA.org has spotted: 1. 4275 Little Rd #205-10 The population of seniors looking for a place to call home and settle in for their Golden Years and beyond is immense and growing exponentially. Build your dream content team with our industry experts, How we make sure you hire top 3% freelance talent, Become part of Peppers Expert Network and work with world-class brands. However, it also increases the vulnerability of older individuals because they become a target for marketers promising deals that may not actually benefit them in the long run. The more information either through a download or on your site itself the more theyll come to trust you as well as believe in your expertise). WebScammers see older consumers with access to retirement funds as easy targets, and the FTC reported that fraud complaints from Americans 60 or older jumped from 10% of all fraud complaints to 26% of all fraud complaints between 2008 and 2012. Dont be shy about adding internal links. But being online means more than just a website: you need to actively market your senior community online. Your own website analytic tools then allow you to see which of those people who came to your site via an ad actually engaged with your site (downloaded an offer, filled out a form, emailed you, or bought the advertised service/product). Direct marketing campaigns should include an alternate method for older consumers to provide their information and potentially purchase products or services through other methods like over the phone. Consistency is critical, so you should set up an evergreen email sequence that you will send to every new subscriber to your list at least each month for six months or a year. As mentioned above, you can use online paid advertising as a way to find people who are looking for your services now theres just no other channel that gives you the control, scale, reach, and consistent results so that you can then use your engaging and useful content to turn them into raving fans and future residents! One recent study conducted by the United States Postal Service showed that nearly half of Americans 50 or older prefer receiving offers through direct mail advertising, with a reading rate of 48% to 50% among seniors. Telemarketing is a direct marketing tactic that is underutilized in comparison with email or social media promotions. In the last, Read More 9 Surprising Things Seniors are Looking for OnlineContinue, We are excited to announce that Aveta Marketing has joined LeadingAge Texas, the Texas-based organization dedicated to improving the lives of older adults. As a result, your senior community marketing should offer a unique user experience to encourage and increase engagement. Direct mail still plays a significant role in the United States. Now that youve written great content, how do you get it into the hands of prospects? All of your work to get more people to come to your site will be wasted unless you can convert them into true leads! ), its okay to start small. Assume that your senior recipients have limited time and attention spansthey may prefer one-page letters over email or a phone call over a letter. So make sure your content is logical and provides quality information. Write every piece of content as if youre writing to these personas; as if they are real people with real concerns and questions. Someone entering his address on a form on your site in order to get specific information. Readers dont appreciate advertorials.. Web1. Even more, they give you a way to build community among your existing residents. People today are all about omnichannel communication and content consumption. Seniors take their time while making a buying decision. If you say youre going to send one email every two weeks and then send three in one week, youre just asking people to unsubscribe from your list. That 1.72 hours in 2014 was 1.5 hours in 2012. Zero Latency Leadership What Is It Anyways? An internal link is a link from one page to another of your website. Some tips for direct marketing to seniors include: Be very conscious about having too much text in your letter. By Erika Wheless. When calling older people for business reasons, your pitch should be carefully planned out. To market senior housing to seniors, be conscious of your tone to avoid being disrespectful or condescending. They live on a fixed income. Senior Citizen Spending Power The senior population is growing in both size and spending power, with the number of older adults Most of our clients can do some things for themselves while requiring a specific type of help to live independently. Understand Their Criteria is Different Than Younger Generations. Website Your Senior living Community's Most Important Marketing Asset Because digital media is so foundational to modern marketing, it only makes sense to ensure that your 6 Ways To Target Seniors More Effectively In Digital Marketing Our research and experience tell us that seniors in todays society dont want to be called elderly, although they dont mind being referred to as older adults or seniors. Whats more, many younger boomers are looking for a senior living community for their own parents (ages 75 and older) while the older members of Generation X (now entering their early 50s and squarely in their 40s), may be starting to look for senior community for their own older boomer parents (now starting to hit 70). Because you build a relationship with them, because you show them your expertise and give them the information they want in the form of content they prefer (blogs, videos, e-books, etc. Using a multichannel content marketing strategy can be the key while focusing on senior consumers. Youre not alone. Image selection is a very important factor when marketing to seniors. That is, you populate your website with great content in order to appear higher in search results, and you promote your content via social media and email to grow the number of followers and visitors to your site. Direct mail campaigns can be highly successful if segmented properly using demographic information or consumer preferences from existing customer lists. We can discuss your situation and see if partnering with ClearPivot to help execute your community's marketing is a good solution for you. Social Media Marketing to Seniors. Particularly when marketing directly to seniors (as opposed to their children), a well-designed postcard or brochure can produce a great return on your investment if your retirement community direct mail pieces: We hope the ideas and examples in this guide are helpful. From the search engines point of view to help you rise in search results so that prospects will find you within the very first few results new web pages are wonderful. Did they go to another facility? When done correctly, email marketing is one of the best ways to engage people with your senior community. Avoid inside-out thinking in long term marketing efforts. Often, prospects wont even look at communities that have a sub 3-star Google rating, so its critical you cultivate and maintain loyal and happy customers and do your best to mitigate and resolve negative online reviews. Senior consumers are an untapped and underutilized market. So lets get down to the meat of the matter: how to truly market your senior living community online so that prospects will find you, decide your community is the community for their family, and either become a resident themselves or help their parents choose you for their later years. The best content marketing strategy for seniors includes a clear call-to-action for senior consumers to take a specific action. - Is it written by an expert or someone who knows the topic really well? Targeting seniors with email campaigns is challenging since they might have diminished computer skills compared to younger generations who grew up while computers were the center of the home. Having to physically read through letters is not something people are willing to do anymore. All rights reserved. There is a huge potential and market gap that brands can exploit in this segment. If you were a site visitor, would you trust the information presented? However, you can reach them through sponsored ads on Facebook if your business targets this demographic. Find a stock photo and give the document a face to go with the name; doing so helps you see a real person behind the persona.
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